Another Connection to the Consumer Decision Journey

In the beginning of the semester, we studied the consumer decision journey in depth. We have learned that it is important for marketers to influence consumers at every phase of the consumer decision journey. This consumer decision journey is always referred to during class, and it seems like any marketing concept or topic connects back to it.

Since we started reading Storybranding 2.0, we are starting to learn about the importance that storytelling has on marketing. Storybranding allows marketers to connect with consumers and empathize with them. Many storybranding concepts can be connected to the consumer decision journey. The consumer decision journey begins with a consumer having an initial consideration set. Brands might be part of a consumer's consideration set based on their outer layer or inner layer. The outer layer is composed of the brand's physical attributes, and the inner layer is a deeper level, and it focuses on values or beliefs the brand is associated with. These are attributes of the brand that will carry over into the second step of the decision journey, which is where information gathering and shopping occurs. The story that is told to the consumer, whether it be in a commercial, or print ad, can have a big impact on this part of the journey as well. If the story "hits home" or triggers an emotional connection with consumers, they are likely to choose your brand.

The next part of the consumer decision journey is the moment of purchase, which is where the consumer decides which brand is right for them. This can also connect to storybranding because if the inner/outer layer of the prospect (the consumer making the purchase decision) line up with the inner/outer layer of the brand, they will use that to make their purchase decision.

The Consumer Pathway can also be directly connected with the Consumer Decision Journey. Both of these models show phases that consumers go through while making purchases/thinking about making them. The Consumer Pathway begins with product news and awareness, then goes along to emotional engagement and involvement made with the brand, followed by active consideration. These correlate with the first two steps of the Consumer Decision Journey, where consumers are considering brands and evaluating them. These are critical points for marketers to influence consumers' opinions. Emotional engagement is a big part of this, because it can relate to storybranding. By giving consumers' messages in the form of a story, they are likely to have stronger emotional engagement with them.  The "convert to action" stage of the Pathway lines up with the moment of purchase stage of the Consumer Decision Journey. The final stages of the consumer pathway; improve the experience, reward brand users (relationship building), and enabling WOM are part of the post-purchase experience that takes place in the Consumer Decision Journey. This is where opinions about brands and relationships are formed based on the purchase decision that took place.